LVMH and Formula 1 Sign 10-Year Brand Partnership
Which will include collaborations with Louis Vuitton, Moët Hennessy and TAG Heuer.
LVMH and motorsports program Formula 1 have unveiled a decade long brand partnership aiming to strengthen the existing ties between LVMH’s luxury labels and the thriving motorsports culture. While financial details remain private, sources shared with WWD that the deal came out to a total just below $100M USD.
Moët Hennessy Louis Vuitton CEO Bernard Arnault said “In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success. (…) Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning that we want to bring to this great and unique partnership between the Formula 1 and our group” in a statement provided to WWD.
The partnership is set to launch in March during the Melbourne Grand Prix, but project details haven’t been shared. LVMH labels like Louis Vuitton, Tag Heuer and Moët & Chandon were mentioned among the forthcoming collaborations. The luxury parent company will also make appearances during Formula 1’s 75th anniversary, which will take place in February 2025.
While Formula 1 has always had a strong following, discovery from younger audiences has refreshed the brand with new energy. Rapper A$AP Rocky and PUMA have engaged in an ongoing collaboration with Formula 1 for a series of apparel capsules and sneaker releases including the Inhale and Mostro models. Formula 1 also announced a new multi-year partnership with toy manufacturer LEGO in late-September.
Stay tuned for new developments on the LVMH x Formula 1 partnership on Hypebeast.
